If current trends continue, marketing will be less and less about driving engagement, and more and more about proving ROI for the entire company.
In 2012 I suggested that digital analytics had changed in such a way as to merit a new name more reflective of the emerging mix of multi-channel analytics in the digital marketing domain. I called it "convergence analytics."
Since that time, convergence analytics has taken on a life of its own. Here are the top five facts you should know about it right now:
We are witnessing the early phases of an important new set of imperatives for marketers: they will have more ownership, more data, more responsibility, more influence, and more accountability. It's a time where marketing, driven by measurement, becomes much more central to the organization itself. If current trends continue, marketing will be less and less about driving engagement, and more and more about proving ROI for the entire company.
Organizations may or may not accept this; and may elect to create new roles and responsibilities (or reorganize existing roles) to get ahead of the curve. But convergence analytics will, in all likelihood, prove a disruptive force and everyone involved with digital marketing (and beyond) will find themselves needing to adapt.
Incisive Media (the publisher of ClickZ) is publishing my co-authored report on the convergence analytics industry this March, and there will be a panel session at SES New York called "The Dawn of Convergence Analytics." It promises to be a lively session. Register here.
Convergence image on home page via Shutterstock.
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Andrew is a digital marketing executive with 20 years' experience servicing the enterprise customer. Currently he is managing director New York at Society Consulting. a digital marketing consulting company based in Seattle, Washington. Formerly he was managing partner at Technology Leaders, a Web analytics consulting firm he founded in 2002. He combines extensive technical knowledge with a broad strategic understanding of digital marketing and especially digital measurement, plus hands-on creative in the form of the written word, user experience, and traditional design.
He writes a regular column about analytics for ClickZ, the 2013 Online Publisher of the Year. He wrote the groundbreaking "Dawn of Convergence Analytics" report which was featured at the SES show in New York (2013).
In 2004 Edwards co-founded the Digital Analytics Association and is currently a director emeritus. He has designed analytics training curricula for business teams and has led seminars on digital marketing subjects.
He was also an adjunct professor at The Pratt Institute where he taught advanced computer graphics for three years. Edwards is also an award-winning, nationally exhibited painter. In 2015, his book Digital Is Destroying Everything will be published by Rowman & Littlefield.
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